The store is in Plymstock, a suburb of Plymouth, in Devon, and is the first of what Safeway hopes will be many Megastore branded hypermarkets. Created by extending its existing store, the new format marks a radical departure for the multiple, both in layout and product range. It represents Safeway's first foray into non food and has a distinctive new style, says Henley. "We wanted to blend the non food section with the food sections, yet at the same time make each area distinctive." In coming up with the store's final design, Henley and his team took ideas from stores and public places around the world ­ including Amsterdam's Schiphol Airport ­ blending the best elements to come up with a final design. The team even mocked up certain sections of the proposed store in a warehouse to get a preview of what the hypermarket would look like. This has led to individual fixtures and fittings being developed for each area, from books to CDs, and bedding to televisions and DVD players, giving the hypermarket an almost department store feel. The centrepiece is what Henley describes as "the hub" ­ a cafe-style seating area, with the Fresh To Go counter (here rebranded as Megafresh) on one side and the books and CD sections on the other. Henley says the hub allows customers to take a break from shopping and browse the books and CDs in a relaxed manner. "It can act as a meeting place and it allows people to take in the ambience of the whole non food offering." It also gives customers the choice of ordering their fresh food to go, or eating it in the store. A coffee bar is situated nearby. The Megafresh offering has also been expanded to include kebabs, waffles, ice cream and a crêperie. Another major feature of the Plymstock store is the large health and beauty department, featuring branded perfumes as well as a nail bar for manicures. "That's a first for us," says Henley. "We have an extensive range of perfumes and some quality products in a great environment." The Megastore also contains a photographic department, selling cameras and offering a hi-tech processing facility that is capable of developing customers' photos in 20 minutes. The food section is equally impressive, featuring products laid out in distinctive blocks of colour in high aisles. Henley says they have managed to squeeze every single line that the company carries into the store. A scratch bakery stands at the back of the store, alongside a delicatessen, fishmonger and meat counter, and a further corner is dedicated solely to the company's wine cellar concept. One of the most radical departures for the store is the shift in pricing, moving away from the traditional high:low strategy. The Megastore keeps Safeway's distinctive deep cut offers, but prices throughout the store will also be kept consistently low. Chief executive Carlos Criado-Perez says: "The excitement of the promotions will still be there, but with a lower overall price platform." Safeway doesn't lack competition and faces a fight from Sainsbury, Asda and Tesco, which all have big stores nearby. But Henley is confident that its hypermarket, which has been dubbed "the greatest shop on earth" by the chain, is going to draw the crowds. "It's a big catchment area, and we think we are going to expand that with this store." It is still early days, however, and Safeway is keen to see how shoppers react to its new look. But with the traffic queue for the store on its opening day stretching for miles, the future for this Megastore looks bright. n {{SPOTLIGHT }}

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